Course Syllabus

MKT 6350, Section 501

School of Management
The University of Texas at Dallas

| Course Info | Prerequisites | Course Mechanics | Communications |

| Assessments | Course Schedule | Scholastic Honesty | Course Evaluation | UTD Policies |

Course Information

Course

Course Number/Section MKT 6350, Section 501

Course Title Competitive Marketing Strategy
Term Fall 2009

Professor Contact Information

Professor Ram Rao
Office Phone 972-883-2580
Email Address rrao@utdallas.edu
Web: www.utdallas.edu/~rrao/
Office Location SM 3.701

Teaching Assistant
Office
Phone
Email Address

Administrative Assistant Andrea Hapeman

Office SM 3.704
Phone 972-883-4743
Email Address andrea.hapeman@utdallas.edu

Course Pre-requisites, Co-requisites, and/or Other Restrictions

MKT 6301, Microeconomics

Course Description

This course will challenge the student to learn and apply tools of competitive analysis to
marketing decisions.

Student Learning Objectives/Outcomes

The student will learn to apply tools of competitive analysis to marketing decisions.
Competitive marketing strategy requires the student to understand some essential ideas in
Game Theory, economics of strategy and dimensions of marketing strategy.

Course Syllabus Page 1

 Required Textbooks and Materials

I have chosen different kinds of materials for the course. The first contains excerpts from a
textbook on economics of strategy made especially for this course and the second is a packet
of cases and readings.

Economics of Strategy: Selected Chapters, 3rd edition, by David Besanko, David

Dranove, Mark Stanley, and Scott Schaefer, John Wiley & Sons, Inc.

Competitive Strategy, selections by Ram Rao, John Wiley & Sons, Inc.

Required Materials

Custom books listed above. You will also get electronic copies of the syllabus, case
assignments, and power-point notes as well.

List of Readings - In Packet

“Game Theory: Overview,” Ram C. Rao.
“Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic
Implications, “ Glen L. Urban, Theresa Carter, Steven Gaskin and Zofia Mucha.
“Late Mover Advantages: How Innovative Late Entrants Outsell Pioneers,” Venkatesh
Shankar, Gregory S. Carpenter and Lakshman Krishnamurhi.
“Game Theory and Empirical Generalizations Concerning Competitive Promotions,” Ram C.
Rao, Ramesh V. Arjunji and B.P.S. Murthi.
“Building Store Loyalty through Store Brands,” Marcel Corstjens and Rajiv Lal.

Hand Outs
“An Empirical Analysis of Follower Entry Timing Decisions,” Demetrios Vakratsas, Ram C. Rao
and Gurumurthy Kalyanaram (on webCT)

Additional readings may be handed out.

Suggested Course Materials

Custom books can be purchased at the UTD Bookstore and Off-Campus Books.

Course Mechanics
The method of instruction is through lectures and discussion of cases.

Top

Electronic Communications

Interaction with Instructor: I will communicate with students mainly using the Announcements
and Discussions tools. Students may send personal concerns or questions to me via email.

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 Questions you have: If you send me or the TA e-mails, you should expect a response in 72
hours if the mail is sent during the week 8 AM to 5 PM. So, you should send in your questions
in advance rather than at the last minute. Also, you may send e-mails to my TA and copy me if
there is an urgent request

Student Assessments
Written Case Analyses

There are three required activities in the course. You will turn in two case reports. These
represent individual work. Each of you will be part of a group that will work on a competitive
strategy project in cooperation with a company or on a term paper.

Assignments

I may assign two or three position papers to be turned in individually. Each student is
responsible for coming to class prepared. Assignments must be turned in as word
documents.

Participation

Class discussion will be graded and count for class preparation. Class preparation will be
graded as GOOD (4), SATISFACTORY (3), UNSATISFACTORY (2), MERELY PRESENT
(1), and ABSENT (0).

Exam

There will be a final exam consisting of multiple choice and short essay questions. All
students must take the final examination.

Course Syllabus Page 3

 Grading Information

Weights

Project 25%
Case Reports 15%+20%
Position Papers & 20%
Class Participation
Final Exam 20%
Total 100%

Grading criteria

The course grade will be determined by a curve. The proportion of A’s will not exceed 45%,
but may be lower. I expect the proportion of C’s to be in the range 0-15%. Obviously, totally
unsatisfactory work will result in a grade of F.

Accessing Grades

Students can check their grades online.

Course Policies

Make-up exam

None

Extra Credit

None

Late Work

Will be graded but penalties apply. Normally, every day’s delay will lower the maximum points
by 10%.

Special Assignments

None

Class Participation

Students are required to participate in all class activities.

Classroom Citizenship

Please use proper etiquette when interacting with class members and the TA.

Course Syllabus Page 4

 Assignments

Depending on our ability to get there, we will try to use the e-learning platform to web-enable
the course.

Assignment submission instructions

You will submit your assignments as Word documents (size < 1Mb), preferably e-learning.

COURSE SCHEDULE
Session
Date Topic Preparation
#
1 8/24 Introduction
2 8/31 Game Theory Reading 1
Reading 6
Competition and Marketing
3 9/14 SKY TELEVISION VERSUS BRISTISH
Decisions
SATELLITE BROADCASTING
Chapter 10
4 9/21 Industry Analysis
POWER PLAY (A) NINTENDO *
Chapter 11
5 9/28 Strategic Positioning
PEPCID AC*
Readings 2, 3 and 7
6 10/5 Pioneering
POWER PLAY (B) SEGA *
Chapter 8
7 10/12 Pricing AMERICAN AIRLINES’ VALUE PRICING
*
No class meeting, submit update
8 10/19 Term Papers Update
electronically by 9 AM
Reading 4
9 10/26 Promotions THE READY-TO-EAT BREAKFAST
CEREAL INDUSTRY IN 1994 *
Reading 5
10 11/2 Retailing
H-E-B OWN BRANDS*
Chapter 12
Sustaining Competitive
11 11/9 GENZYME: ENGINEERING THE
Advantage
MARKET FOR ORPHAN DRUGS *
Chapter 13
12 11/16 Innovation
SYMBIAN*
13 11/23 IN CLASS EXAM
14 11/30 FINAL REPORTS PRESENTATIONS
15 12/7 FINAL REPORTS PRESENTATIONS

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 Scholastic Honesty
The University has policies and discipline procedures regarding scholastic dishonesty.
Detailed information is available on the Scholastic Dishonesty web page. All students are
expected to maintain a high level of responsibility with respect to academic honesty. Students
who violate University rules on scholastic dishonesty are subject to disciplinary penalties,
including the possibility of failure in the course and/or dismissal from the University. Since
such dishonesty harms the individual, all other students and the integrity of the University,
policies on scholastic dishonesty will be strictly enforced.

Course Evaluation

As required by UTD academic regulations, every student must complete an evaluation for
each enrolled course at the end of the semester.

University Policies

You should familiarize yourself also with university policies On Student Conduct &
Discipline, Academic Integrity, Email Use, Withdrawal from Class, Student Grievance
Procedures, Incomplete Grade Policy, Disability Services, Religious Holy Days.

Course Syllabus Page 6